‘‘A telling look at how to truly understand and reach a demographic of those that won’t be fooled.’’
—Andrea Learned, coauthor, Don’t Think Pink
‘‘Technically savvy (with the world at their keyboards!) and more privileged than previous generations, today’s teens and twenty-somethings are the driving force behind our consumer culture. Gen BuY is an insightful and fascinating look at how this generation is transforming the retail landscape.’’
—Meredith Barnett, founder and CEO, StoreAdore.com
‘‘An insightful trip into the heart of consumption. I read the book with fascinated horror.’’
—Paco Underhill, author, Why We Buy: The Science of Shopping
‘‘Technology, research, and psychographics combine to give us an excellent primer on the honesty and transparency needed to motivate and reach the Millennials. Yarrow and O’Donnell merge two streams of thinking to effectively build the case that Gen Yers are savvy to every tactic in the marketing equation. To bring them into our customer base, we must respect them every step of the way.’’
—Peter Stringham, chairman and chief executive officer, Young & Rubicam Brands
‘‘Thanks to extensive research, including one-on-one interviews, focus groups, and a national online survey, the authors offer an astute look at the motivations and influence of these powerful consumers. This enlightening book is a must-read for all who hope to keep their companies relevant and viable.’’
